Hospitality Consumer Behaviour and Insights

Hospitality Consumer
Behaviour and Insights

Table of Contents
TASK 1............................................................................................................................................3
P1 : Influence of factors on consumer behaviour & attitude...................................................................3
P2 : Changes in consumer preferences of the digital technology............................................................4
TASK 2............................................................................................................................................6
P3 : Stages related to the consumer decision making & path of purchasing in a hospitality service......6
P4 : Importance for marketer to map a path of purchase and consumer decision making.....................7
TASK 3............................................................................................................................................9
P5 : Comparison between hospitality decision-making process in context of B2C and B2B ...................9
P6 : Approaches of market research and methods of research in decision making process..................10
TASK 4..........................................................................................................................................11
P7 : Evaluation of how marketer influences different stages of decision making .................................11
CONCLUSION..............................................................................................................................12
REFERNCES.................................................................................................................................13

INRODUCTION
Consumer behavior is a study which is basically related to how consumers purchase, use such
goods and they dispose. There are many factors because of which the consumer behavior is
affected such as the social class, culture or the sub culture such factors have a very strong
influence on the overall behavior of consumer decision making (Wang, and Yu, 2016). This
report is based in Hilton hotel which is a global brand and was founded in may, 1919. This re[ort
is based on understanding of the consumer behavior and various factors associated with it which
is used by companies in the hospitality sector in forming various marketing strategies.
TASK 1
P1 : Influence of factors on consumer behaviour & attitude
Consumer behavior is concerned to the study of how customers whether individuals in
individual purchase, group purchase, dispose of services and goods. Consumer behavior is used
in examining influencing of mental state and emotional state and they perceive based on the
buying behavior. It will help the marketers in identification of goods which need to be placed in
the external environment so that expectations of customers based on the demands of their
customers (Verhoef, Kooge and Walk, 2016). Consumer decision making is a process used for
taking various actions and deciding by various consumers for making a purchase of goods or
services. The various factors which influence the consumer decision making process is described
below:
Cultural factors: Cultural factors are related to the perception, value & beliefs which is mostly
formed because of sub culture and culture in the consumers. It helps in dividing consumers
according to various different classes such as lower class, medium class and upper class.
According to such factors consumers make a decision in selecting a hotel. In case of Hilton also
this criteria is followed by customers.
Social factors: It includes those factors with whom the consumer posses very close relations
who are friends, family and many others who are having a direct affect on the decision making
behavior of the consumers. In the hospitality industry this decision is based on how a a person is
raised and this mental attitude which have. If a person stays in a reasonable priced hotel with
facilities they prefer such hotels and then have a better life.

Personal factors: These are those factors which are related to life cycle, age, economic
conditions etc. they have a direct influence on the behavior of consumers. In the context of
hospitality if the consumers are of young gage then preference is more for a place where all
facilities are present under one roof. This may lead to a hotel which is having all the facilities.
Psychological factors: such factors include perception, learning and other factors. They have a
direct influence soon the overall behavior of customers. In the hospitality industry consumer
decision is based on the opinion of others.
The challenge is faced by people who are working in the hospitality industry so as to meet the
changing expectations of customers. Various dimensions crucial for this are:
 Tangible: This is related to the physical facilities which can be visible to the customers
according to the requirements which can provide quality services.
 Assurance: This is related to the aim which employees of the organization need to posses
so that they are able to satisfy their customers.
 Reliability: When the promises made to the customers are fulfilled then there is
increased quality which is being delivered to them.
In case of Hilton the company follows all the above mentioned factors to improve the quality of
their services.
P2 : Changes in consumer preferences of the digital technology
Consumer behaviour is always affected by factors such as technology, social and many
other such related factors (Rezaei, 2015). Digital technology is the fastest growing factor which
has a great influence on the way information related to a particular product or service is being
accessed by a consumer. It helps in making a prospective consumer aware of t he product or
service in which the organisation is dealing with. Also, the changing attitude of the consumers
also has a great impact on the way consumers are being informed and approached. This has
become very essential especially for the companies who are working in the hospitality industry
that they have to use digital technology approaches sop that they are able to use creativity and
innovation techniques in approaching their target segment of customers. There are many